Here’s a look at the variously clever, risible, audacious and at times just plain desperate attempts by non-official World Cup advertisers to align their products with one of the world’s biggest sporting events, without, you know, actually mentioning it by name.

It’s called World Cuppling. By me, anyway.

First up, Sony. The people who prepared a wraparound for our local newspaper use puns galore to allude to the World Cup. They must be sick as HD parrots to learn that Sony is, in fact, an official sponsor, and that they could have sprinkled magic World Cup soccer dust all over the place.

Next, Panasonic.

A little too subtle, Panasonic? And you spelled the ex-French captain’s name wrong.

Camelot is talking holiday destinations, right? Not a potential fixture in that footie contest

George at Asda. For everything a die-hard England fan won’t be seen dead in this summer.

‘Save’. A football reference. You’ve drawn me in! Small point: How much do I save, exactly? On the wine, for instance? You haven’t said. Are you Costcutter or Copycutter?

Will this do?

Pure quality

This next ad from 3 is actually pretty good. A totally relevant idea, with Kenneth Wostenholme’s famous quote thrown in for good measure (and far from gratuitously). I also like the way it avoids using the phrase ‘World Cup’ without the reader noticing its absence.

Not sure about that ‘whilst’, though.

Seen any examples of World Cuppling? Please send them to kevincopy (at) gmail.com or leave a link in the comments section. Let’s get behind our Boys and Girls in creative departments up and down the land!